PPC For Dentists: A Detailed Guide
For dentists, PPC (pay-per-click) advertising is one of the most efficient methods of promoting their practice on the internet. PPC strategy is the quickest approach to getting new customers for your dental practice. Referrals from friends and family are a tremendous asset, but the procedure is time-consuming.
On the other hand, PPC advertising for dentists may bring dozens or even hundreds of prospective patients to your clinic every day. When combined with high-quality SEO and a website that is both professional and easy to use, PPC can significantly boost the number of individuals that visit your site and your clinic.
PPC is a scalable, inexpensive, and practical marketing strategy for dentists. This brief guide will show you how to get started with PPC for dentists.
So, let’s get started.
What is Dental PPC?
Dental PPC is a type of online marketing where dentists pay search engines whenever they get clicks to their website. In addition, you would be bidding to present your ads in front of your potential audience. If a prospective patient clicks on the ad, you pay for that traffic to your website.
As a dentist, every time you search on the internet, you’re likely to come across PPC advertisements without even realizing it. For example, if you typed "dentist near me" in the search engine, ads would appear next to the search box.
If you want to target more patients, you require PPC ads. With PPC, you can tailor your adverts to a specific geographic region. This ensures that you will never lose money by advertising to customers located a few hundred kilometers away.
You can also activate your pay-per-click advertising whenever it is necessary. However, you just pay for the time you use, and no commitments are required.
Pay-per-click marketing is an absolute must if you want your dental clinic to thrive as many other dentists’ practices have expanded. Therefore first start with the pros and cons of PPC.
What are the Benefits of PPC For Dentists?
Here are some of the essential advantages of PPC for dental practice.
Budget-friendly: When using PPC advertisements, you won’t have to risk exceeding your spending limit. You may choose your budget, and if it is reached, your adverts will be removed automatically.
Audience specification: Using pay-per-click (PPC) advertisements, you can zero in on specific people interested in locating a dentist or undergoing a dental operation within a specified geographic area. You can geo-target your advertisement using PPC based on a specified radius.
Instant visibility: PPC advertisements show on the first page of search results, above the organic results. It implies that while your audience searches on their desktop and mobile devices, they won’t have to scroll down to view your advertisement.
Defeat competitors: By running a PPC campaign for your dental clinic, your website ranks higher in search engines compared to the competitors.
Tracking patients: PPC advertising enables you to trace the course of your patient’s thorough leads and provides essential information on website visitors’ behavior. By studying what potential patients do on your site (i.e. which pages they view, activities they perform, and time spent), you may more properly target dental service categories.
Things To Consider Before Starting PPC Campaign for Dentists
Running PPC campaigns is one of the most complex and sensible tasks in digital marketing. Also, PPC campaigns are a more accessible and impactful task for people who work with few basics behind PPC campaigns.
There are enough resources available on the internet based on PPC campaigns and how to scale and improve them. Still, only a few provide the implicit general guidelines to follow to transform a PPC campaign into a successful one.
So, here are the essential things to consider before starting your PPC campaign. This blog post will help you understand the roadblocks between your dental practice and a successful PPC campaign. Let’s go.
Targeted Keywords and Competition
Keywords are the base of any effort in PPC marketing campaigns. Targeting the right keywords is the primary difference between a successful and a failed PPC campaign. That’s why keywords are called ‘key’ ‘words’.
Keywords help PPC campaigns navigate and reach the right user at the right time. Moreover, choosing relevant keywords also washes away the irrelevant search volumes.
Selecting a keyword or set of keywords is essential based on the competition it shows on keyword checker tools. SemRush, Google Adwords, and Answer The Public are the critical keyword companions you should have to get the right kind of keyword-related information.
Having an eye over competitors’ ad selection is also an important task. Again, this looks unethical, but that’s how digital marketing works. Some available competitor analysis software or browser plugins like Uber Suggest and SemRush can help you to get over your competitors.
Quantity and Quality of Keywords
Using keywords helps you to target a wider audience. However, using more keywords in a PPC campaign can harm its effectiveness.
Generally, two types of keywords will work; targeted and negative. As targeted keywords help in PPC campaigns, negative keywords help by restricting keywords with negative and unwanted search volumes. Negative keywords also reduce CPC by not focusing on unwanted things.
A keyword’s quality effectively attracts a PPC campaign’s most relevant search volume. Most of the quality comes from long tail keywords, often recommended for newcomers. Long Tail keywords are most likely to bring valuable leads to the clinic.
Digital marketing tools can provide the most effortless and actionable results on keyword quantity and quality; you must act sensibly during keyword choosing and focus on a few keywords rather than on gross.
For pay-per-click advertising, an online auction must be held. When you begin a pay-per-click advertising campaign, you usually provide the ad platform with your total budget. The next step is to enter a bid, the maximum amount you’re willing to pay for each click. Finally, you can compete with other ads.
Since this is a bidding mechanism, the CPC might vary. Your cost per click (CPC) might change based on several factors, including the quality of your ad, the target audience, and the level of competition.
Typical CPC may be seen in the campaign menu of a PPC advertising platform like Google Ads. In addition, your cost per click (CPC) on social media may be seen in the ad management interface.
8 Tips to Make Your Dental PPC Campaigns Successful
Providing dental care to patients is a type of service. Similarly, running PPC campaigns for any service is called service marketing. Also, service marketing is more challenging than product marketing because people can decide to buy a product by looking at its tangible aspects; services are intangible.
So, ensure you have answered these related queries while running dental PPC campaigns.
1. Identifying Your Unique Selling Proposition
There’ll be thousands and more dental care services currently running PPC campaigns; when you’re entering the market, you’re contributing to the number of confusion people will face choosing a perfect dental care service.
Add a reason for considering you as the best dental care service provider by adding your Unique Selling Proposition.
Your service will have something different. You provide a cost-benefit, or you are the costliest one & provide free teeth care, or do not charge during regular checkups. People should know the difference between you and your competitors’ services.
2. Research and Target Right Keywords
We’ve talked about keywords a lot. The above keyword-related knowledge will be enough. Let’s get in deep and find what kind of keywords will perfectly suit dental practice marketing.
Long tail keywords, which we’ve talked about before, are great for meaningful prospects. With long tail keywords, you can provide specialized services as your keyword and get ranked quickly. Narrowing down your dental care service will also help you avoid competition.
3. Target Local Traffic First
Location-based keywords are mentioned in targeting the right people. People are too lazy to go far; if you can fulfill their needs from their location, that’ll be enough for them. So target your nearest location as your main keyword, like – best dental clinic in Ontario, dental care in West Virginia, etc. Next, target locations where you’re able to open outlets.
If remarkably done, this strategy can bring you recurring patients with high volume.
4. Attractive Titles of PPC Ads
Now, the creative part. We’ve discussed the importance of Unique Selling Propositions in turning your target audience into your lead. But, any USP is useless without some clear and attractive titles.
Hence, you need to shape your inner creativity and jargonic mind to use the correct power words with your ads. A PPC campaign with an accurate title is beneficial to prospect valuable leads.
5. Create Effective Landing Pages and Relevant Ad Content
The landing page is the last part of your ad campaign, where the PPC campaign lands your target audience on your website. There comes the need for relevant and effective landing pages.
Creating a relevant landing page needs a few elements to look at. In writing, you need sharp copywriting skills for that. Also, great graphics and UI/UX can help you.
6. Optimize Your Ads For Phone Calls
Google Ads provides call extension services, which allows ad viewers to call you from your ads. According to digital marketing experts, call extensions can increase the highest ROI and leads.
Call extensions are beneficial, and the best part is it’s free. Link your number to your ad campaign, and optimize phone calls to be available only during dental clinic hours, so you don’t miss any patients. Also, use ad tracking tools to track prospects’ calls and provide the best service to your suitable customers.
7. Use Ad Extensions
Ad extensions allow you to add your clinic address, phone, text, ratings, etc., into your PPC campaign. It can gradually increase your likelihood and getting more & more patients.
Also, extensions positively affect the viewers about you and your dental care services. For example, the address provides physical proof of service, and call extension enhances the genuine opinion of the customers. Other extensions have their benefits, and you shouldn’t miss them to build trust with your customer.
8. Always Be Testing, Tracking, And Optimizing
Testing, tracking, and optimizing are the supreme rules to maintain the effectiveness of your ad campaign. Keyword ranking, total clicks, CPC, competitor’s action, extension usage, and conversion metrics are essential to look at constantly. Digital marketing tools can help you here, and for ad campaign insights, Google Ads Account is the best place.
Following these rules, you can efficiently and effectively break down the market competition and run a highly successful dental PPC campaign. But, the best practice is to learn and grow continuously. We are sure this blog post will help your PPC campaigns and recommend how to scale and run more effective PPC campaigns.
Most Common Dental PPC Mistakes
Not using negative or new keywords
You should use "negative keywords" to specify the terms for which you do not want to be found. Ensure you have a comprehensive list of negative keywords and keep adding to them consistently. And since the match types available via Google AdWords are constantly evolving, it is essential to maintain a comprehensive list of negative keywords.
Google’s search results depend on keywords, but the company continuously improves its algorithms and match types to get closer to an intent-based approach. As a result, you need to keep close track of these changes to ensure that you don’t end up with irrelevant search results.
Not implementing 360-degree marketing
If you want your advertising to be more successful, you must ensure that all your marketing initiatives work in tandem with one another. It is because every digital channel is related in some way or another.
All your digital channels like Website, Instagram, Twitter, etc., are essential. Even though it may seem as if they are not generating any traffic for your website, the reality is that they are still functioning in their unique ways.
Having a poorly performing website
Most digital advertising campaigns link to the landing page of the company’s website, where viewers may join, register, purchase, or get in touch with the dentist’s practice if they’re still interested.
Unfortunately, if the information on your website does not provide the best possible image, you will immediately turn away a significant number of prospective patients. Sadly, dentists who are running PPC ads make this error too often.
Create an inviting atmosphere for those who visit your website. In light of this, ensure that your website is straightforward to browse. Users should not have trouble locating pertinent information on your website when looking for it.
Above all else, it should be created to inform and motivate your site’s users to perform the desired action(s).
When determining the ultimate result of a prospective patient’s visit, the website’s branding, colors, style, design, customer experience, text, and loading speed all play a crucial part in the decision-making process.
Incorrect keyword selection
Not managing campaigns properly
Insufficiency of conversions
How Much Should Dentists Spend on PPC Campaign?
The majority of dental offices devote between 5 and 8 percent of their yearly income to marketing and advertising, according to a relatively general rule of thumb.
However, if this is not the case, each dental practice may determine its PPC budget based on the following:
Abilities and skills: Even ambitious practices in highly competitive industries may limit their investment by monitoring outcomes, bidding on the appropriate keywords, and improving their marketing efforts.
Targets for the practice: You should check things like, Are all of your operatories occupied? How many new patients are you able to take on at once?
Domestic competition: The more the number of practices in your region, the more money dentists will need to spend on Google Ads to remain competitive.
We hope you have understood all the essential things related to dental PPC.
By following the instructions shared in this blog, you can start PPC for your dental clinic and grow your practice.
If you still have any doubts about PPC for dentists, you can contact us.
WebyKing is a dental website development & marketing company. We have experience building and promoting dental websites for clients worldwide. Hence, we can understand your requirements and come up with the best solution.